Testing a Confirmatory model of Facebook Usage in SmartPLS using Consistent PLS.

The purpose of this paper was to test a theoretical model of Facebook usage among university students in Malaysia using a confirmatory analysis. The theoretical model used to underpin the model was the parsimonius Technology Acceptance Model (Davis et al., 1989). We collected data from 600 undergraduate students of six public universities from Peninsular Malaysia using a structured questionnaire. Data were analyzed using SmartPLS 3.2.6 and instead of using the usual exploratory modeling analysis we used the more recent confirmatory analysis which is now available in SmartPLS called consistent PLS. Consistent PLS gives fit values that can be used to assess the model fit. The Standardized Root Mean Square Residual (SRMR = 0.03) was lower than 0.08 and the Normed Fit Index (NFI = 0.939) was higher than 0.90 thus we can conclude that the data fits the model well. The results show that ease of use influenced enjoyment but did not influence usage directly while usefulness influenced both enjoyment and usage directly and enjoyment also influenced usage directly. The R² was 0.702 for enjoyment and 0.609 for usage. Implications of the findings are further discussed. [ABSTRACT FROM AUTHOR]